In recent years, digital printing has emerged as a key technology for packaging, evolving from being used for coding to much more. Today, digitally printed labels are commonplace, and the corrugated market is seeing growth in the use of inkjet. Ink industry executives see further growth in these segments, with new possibilities emerging in flexible packaging among other markets.

Christine Russell, VP commercial – USA, FUJIFILM Ink Solutions Group, noted that inkjet printing in packaging is growing in several areas.

“Label printing is established and continuing to grow, corrugated is starting to become established, folding carton is gaining momentum, and flexible packaging is in the early development phase,” said Russell. “Within those, the key technologies are UV for label, corrugated and some folding carton, and pigment aqueous in corrugated, flexible packaging and folding carton.”

Andrew Kim, senior product manager, on-demand label solutions, Epson Latin America, said that there is growth in inkjet package printing, especially for markets where customization on demand can be utilized. He offers the example of food preparation and fresh food packaging, where the use of color can be used for cuisine identification, to note dietary allergens, or to communicate expiration dates.

“These benefits can be utilized to differentiate packaging and drive sales,” Kim said. “An inkjet color label printer allows businesses and brands to customize packaging and products in-house and produce output to communicate high brand quality.

“Inkjet offers high-quality, sharp colors that can meet brand guidelines, without the expectations of meeting minimum order quantities through third-party printers,” added Kim. “Additionally, inkjet printing can increase flexibility with brands addressing any printing errors in-house and in a timely fashion, as well as eliminate the need to monitor, plan and re-order pre-printed stock.”

Danny Mertens, marketing manager, Flint Group Digital, said that he is seeing growth in inkjet printing in packaging, particularly in labels and corrugated. “Brands want versioning, faster time to market, and more sustainable short run. Inkjet answers that call,” Mertens added.

“Without a doubt, there is both increased interest in general across the whole packaging space, and measurable growth in many areas,” said Paul Edwards, VP of the Digital division at INX International Ink Co. “This includes label printing, metal decoration in both 2-piece and 3-piece formats, corrugated substrates for boxes and displays, and direct-to-object printing such as glass bottles. Although it is in the early stages, activity in both flexible and rigid packaging is increasing.”

Simon Daplyn, product and marketing manager, Sun Chemical, reported that there is clear growth of inkjet/digital printing within the packaging industry, evident in the corrugated and carton board markets, as well as in the label market.

“Inkjet use has also increased across direct-to-shape (including in-mold label) printing, metal decoration for flat sheet moldable applications and three-piece food and beverage container printing,” added Daplyn. “Significant developments in hardware, software and inks have spurred much of this growth by enabling high speed, single-pass printing for challenging application areas, such as flexible packaging.”

Haim Levit, SVP and division president of HP’s Industrial Print Organization, observed that digital printing in packaging is experiencing significant growth.

“In the flexible packaging segment, for instance, HP reported a growth rate of over 20% in 2024 alone,” added Levit. “This surge is fueled by the rising demand for shorter production runs, greater customization, and faster time to market. We are also seeing significant traction in the corrugated space, with ink usage growing over 30% in 2024.”

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The Next Big Opportunity

Industry leaders see new possibilities for inkjet to emerge, beginning with flexible packaging.

“The next major opportunity lies in flexible packaging and folding cartons, where digital penetration is currently lower, but demand is rising quickly,” said Levit. “Brand owners have already seen the value of digital print in labels, and are looking to enjoy the same benefits in other packaging formats. In flexible packaging, HP has already deployed over 400 Indigo presses globally, with the HP Indigo 200K leading adoption due to its speed, media versatility, and sustainability profile, and we are just scratching the surface of the opportunity. In folding cartons, the Indigo 35K is making significant strides by offering 94% Pantone color accuracy and compatibility with recyclable and compostable boards, key considerations for premium and sustainable packaging. The HP Indigo platform, particularly the Indigo 6K and V12, empowers converters to manage thousands of SKUs, respond rapidly to customer demands, and deliver personalized packaging at scale.”

Russell points to flexible packaging, due to technology readiness in hardware and water-based ink chemistry to achieve the quality at acceptable production speeds on filmic substrates, as well as integration of inkjet imprinting into packaging and fulfilment lines, due to easy implementation and availability of ready-made print bars.

Mertens said that flexible packaging is the next big opportunity. “As inkjet inks evolve in terms of food safety, durability, and recyclability, digital can finally meet converters’ needs in that space,” Mertens said.

Kim said that some of the biggest opportunities for digital packaging printing are in sustainability and the exploration of new media types and substrates.

“Brands are under pressure to reduce waste,” said Kim. “Digital printing supports on-demand production, eliminating multi-step printing processes and the stockpiling of pre-printed color label rolls that may go obsolete when things change. Additionally, there are growing consumer and regulatory demands for eco-friendly substrates, which often can be supported by inkjet printing. The sweet spot for growth is at the intersection of sustainability, personalization, and flexibility; digital printing is perfectly positioned to deliver on all three.”

“The growing adoption of fiber-based packaging, along with changes of other packaging materials and compliance requirements, presents an opportunity for water-based digital inks to gain the traction that has been widely predicted,” Daplyn added. “The success of digital print in these applications will in part depend on the collaboration between ink and hardware providers to deliver water-based technology that meets speed and drying requirements on a range of materials while maintaining compliance in key segments.”

Edwards said that currently there are multiple interesting opportunities where technology and customer and/or brand interest is growing.

“The adoption rate and its level (the percentage of opportunity going digital) will vary based on the previous factors,” Edwards said. “There is much interest in the 3-piece metal market, although it is nowhere near the largest market segment. The technology currently available for printing systems and inks can address the required production speeds and quality requirements. This will allow for a more rapid adoption rate.

“Clearly, the largest market segment is flexible packaging,” Edwards said. “It should be noted though that it is a complicated segment, with many and varying substrates and applications. Toner-based digital systems have been successful in low run length applications. Printer and ink technology has advanced significantly and is starting to address some flexible packaging applications with faster systems that can deliver longer run lengths economically.

“The secular trend overall to shorter run lengths makes digital increasingly more attractive, and having the ability to add variable digital data is of interest to customers and brands,” Edwards said. “Flexible packaging is without doubt a very large market sector opportunity, but it is likely to convert less quickly than some other applications. That said, hybrid systems where there is a mix of analog and digital print are likely to help drive higher run lengths and print volumes.”

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Outlook for Digital Printing of Packaging

Understandably, ink industry leaders see plenty of opportunities ahead for digital printing to grow in the packaging space.

Daplyn said that the outlook for digital print is extremely positive.

“The drupa 2024 tradeshow saw the launch of a significant number of digital packaging printers designed for high-speed production,” Daplyn said. “As these printers start to be commissioned by packaging converters and brands, the volume of digitally printed packaging will increase in tandem, especially given digital print’s adaptability to changes in sustainability regulations.

“While only an estimated 1 to 2 percent of all packaging is currently printed digitally, as print run lengths continue to decrease with improved technology, the volume of digitally printed packaging is growing and beginning to replace analog printing for print jobs with shorter run lengths,” Daplyn added. “These trends, alongside continuous innovation across ink, printhead, printer, software and drying options, will ensure continued growth of digital print within the packaging space.”

Levit said that the outlook for digital printing for packaging is highly optimistic.

“HP anticipates strong continued growth, especially as brands and converters align around key drivers like sustainability, supply chain agility, and SKU proliferation,” Levit said.

Levit added that HP’s continued investment in innovation, from the AI-powered Nio agent and PrintOS ecosystem to the expansion of presses like the HP Indigo 200K digital press, signals confidence that digital will be the dominant technology in packaging’s next phase.

“HP’s investment in platforms like HP Nio, PrintOS, and a fully integrated ecosystem reflects its long-term confidence that digital print will be the dominant force in packaging,” Levit noted. “As market expectations evolve, those equipped with digital capabilities will be best positioned to capture the opportunity.”

Mertens said he anticipates strong growth, especially in labels and corrugated.

“Wider inkjet adoption depends on breakthroughs in food safety, recyclability, and cost per unit,” Mertens added. “But the shift is underway.”

“Packaging is still adapting to the impacts of the move from central/regional production to local production, exposure of the supply chain and limited availability of raw materials,” said Russell. “Product versioning is here to stay, which has an impact on run lengths, and this will further drive the suitability of digital. The move for e-commerce to improve the unboxing experience and to improve the attractiveness of transport packaging will create more opportunities for folding carton and corrugated digital printing.

“In the drive for sustainability, packaging will continue to move to more sustainable materials such as monoplastics and materials with higher recyclable content,” added Russell. “There will be more attention to recyclability, and new national schemes to enforce packaging recycling or reuse will be made possible through innovative solutions that use the latest technologies in combination with digital printing.”

“With the need for customizable content growing and businesses looking to create eye-catching product labels and packaging, I see only continued growth for the digital packaging market,” Kim said. “Businesses that leverage digital printing technologies will be well-positioned to meet the dynamic demands of the market, offering customized and technologically advanced packaging solutions that resonate with today’s consumers.”

Edwards observed that it is a very interesting and exciting time for the digital packaging market.

“Applications are at different stages of implementation with labels being the most adopted, and flexible packaging just starting in the cycle,” Edwards concluded. “However, none can be considered mature and many are in their early adopter stages. I expect a lot of interest in the sector, from customers and brands to suppliers of hardware and consumables, and the potential for significant growth over the short to medium term.”